Yad2 Platform
Second Hand Department
Yad2 - Israel's leading classifieds platform with a brand awareness of almost 100%, a subsidiary of Axel Springer SE - the largest digital publishing house in Europe, generating revenues of about €3 billion – ( www.yad2.co.il )
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The platform has been launched recently ( March 2019 ).
So, I'm currently working on a full case study presenting my working process on YAD2 products, meanwhile you are invited to visit the live platform
I started working on redesign of Second Hand Department after half a year of intensive work on the Real Estate department, where alongside other designers I defined the new general look and feel of a well-known platform YAD2.
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We conducted user and market research, to drive the planning phase. The key insights defined new features of the product.
For each feature phase I went through cycles of requirements, consensus, approvals, detailed specs and hand-offs.
One of our major competitors was Facebook Marketplace, which entered Israeli market at the time. So we had a lot of challenges.
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Challenge #1:
How we deal with 800 categories, until we have Updated Database and Elastic Search ready?
Alongside my PO partner we divided the process into smaller milestones. Where the very first phase was to create intuitive and user-centered search, basing on existing database structure.
Pricing and item condition were moved to side filters. As the categories, subcategories and so on were reflected in the search fields.
Improving the search wasn't enough, so at the same time we were working on the new structure of the categories. We used a common method of card sorting to evaluate the information architecture of the department.
One of the proposed solutions to improve navigation was ​using mega menu with major categories.
My process involved sketching and white-boarding concepts and flows, and then translating these directly into high-fidelity prototypes. Since I was working with already developed design patterns, it was relatively easier to move straight into high-fidelity prototypes.
Challenge #2:
How to improve gallery feed and insert native ads?
The main conclusion of user interviews we conducted regarding this department was: the bigger the picture, the better. The users wanted to see a clear picture of the product with a price.
In this case prototyping was the most effective way to gain feedback and consensus from stakeholders and other team members.
Yellow and Pink Ads are paid and obligatory to show up in the top of the feed. One of my goals was to keep the colours but make them less intrusive, so that users wouldn't ignore them. As well as providing the user all relevant information about the item at a glance ( e.g. price, location, spec etc. )
List feed was developed in addition to gallery feed. This type of feed fitted specific subcategories like electronics, smartphones etc. Where presenting technical features were more important than a pig picture. The ad opens within the feed and has an "accordion" layout.
